Laura   Ramos

Laura Ramos

Vice President, Principal Analyst Serving B2B Marketing Professionals

Laura Ramos serves B2B Marketing Professionals. She is a leading expert in business-to-business marketing with hands-on senior management experience in corporate, industry, and product marketing; demand management; and social media. She helps Forrester's B2B Marketing clients plan, build, and deliver marketing programs that combine traditional and digital approaches that lead with business issues, create thought leadership, and fuel their company's topline growth. Her research addresses the skills, technology, process, and customer experience concerns that top B2B marketers need to understand and integrate into programs that address the ongoing evolution in buyer behavior, markets, channels, and competition.

Laura previously worked at Forrester from 2001 to 2010, where she pioneered its B2B Marketing practice, wrote leading research, and advised clients on integrated B2B marketing, demand generation, lead management automation, social media best practices, digital marketing strategy, and customer engagement.

Previous Work Experience

Laura has worked as a marketing practitioner and expert for more than 20 years — primarily in B2B roles at high-technology companies. Before rejoining Forrester in 2013, she was responsible for industry marketing inside the Corporate Marketing function at Xerox, where she enhanced brand visibility and reputation in key industries, beginning with healthcare and financial services. She joined Xerox in 2010 to run industry marketing for the firm's services business as part of the US field marketing organization, where she and her team drove demand in the managed print services market for education, financial services, government, high-technology/telecom, manufacturing, and retail. Prior to Forrester, Laura held marketing leadership positions at various companies in California's Silicon Valley, including Verity, Stratify (now part of Iron Mountain), Vitria Technology, Sybase, and Tandem Computers.

Laura has spoken at industry and company events in her Forrester and non-Forrester roles. She is a well-regarded speaker and moderator at such venues as the ANA, BMA, ITSMA national user conference, and the MarketingProfs' B2B Forum. She was named to BtoB Magazine's "Who's Who" list for four years, most recently in 2010. In 2011 and 2012, BtoB named her to its list of "Top 25 Digital Marketers." Laura has served as vice president of programs for the Northern California chapter of the BMA. She is active in social media; you can follow her on Twitter at @lauraramos.

Education

Laura holds an MBA from the Leavey School of Business at Santa Clara University, where she graduated Beta Gamma Sigma, and a B.S. in mechanical engineering from Stanford University.

Laura Ramos

Vice President, Principal Analyst Serving B2B Marketing Professionals

Laura Ramos serves B2B Marketing Professionals. She is a leading expert in business-to-business marketing with hands-on senior management experience in corporate, industry, and product marketing; demand management; and social media. She helps Forrester's B2B Marketing clients plan, build, and deliver marketing programs that combine traditional and digital approaches that lead with business issues, create thought leadership, and fuel their company's topline growth. Her research addresses the skills, technology, process, and customer experience concerns that top B2B marketers need to understand and integrate into programs that address the ongoing evolution in buyer behavior, markets, channels, and competition.

Laura previously worked at Forrester from 2001 to 2010, where she pioneered its B2B Marketing practice, wrote leading research, and advised clients on integrated B2B marketing, demand generation, lead management automation, social media best practices, digital marketing strategy, and customer engagement.

Previous Work Experience

Laura has worked as a marketing practitioner and expert for more than 20 years — primarily in B2B roles at high-technology companies. Before rejoining Forrester in 2013, she was responsible for industry marketing inside the Corporate Marketing function at Xerox, where she enhanced brand visibility and reputation in key industries, beginning with healthcare and financial services. She joined Xerox in 2010 to run industry marketing for the firm's services business as part of the US field marketing organization, where she and her team drove demand in the managed print services market for education, financial services, government, high-technology/telecom, manufacturing, and retail. Prior to Forrester, Laura held marketing leadership positions at various companies in California's Silicon Valley, including Verity, Stratify (now part of Iron Mountain), Vitria Technology, Sybase, and Tandem Computers.

Laura has spoken at industry and company events in her Forrester and non-Forrester roles. She is a well-regarded speaker and moderator at such venues as the ANA, BMA, ITSMA national user conference, and the MarketingProfs' B2B Forum. She was named to BtoB Magazine's "Who's Who" list for four years, most recently in 2010. In 2011 and 2012, BtoB named her to its list of "Top 25 Digital Marketers." Laura has served as vice president of programs for the Northern California chapter of the BMA. She is active in social media; you can follow her on Twitter at @lauraramos.

Education

Laura holds an MBA from the Leavey School of Business at Santa Clara University, where she graduated Beta Gamma Sigma, and a B.S. in mechanical engineering from Stanford University.

Laura Ramos's Research

Most RecentMost Popular
  • For B2B Marketing Professionals

    REPORT: Evaluate Your Approach To Successful B2B Content Marketing

    Five Areas Create And Deliver More Customer Value

    April 13, 2018Laura Ramos, Ryan Skinner

    To attract attention and build a following, B2B marketers must shift their content marketing from being product-focused to building relationships. This report helps marketers identify the capabilities required — and the gaps that can exist — across five dimensions. When taken together, these help marketers not only attract the right audience but also increase engagement with them across the entire customer life cycle.

  • For B2B Marketing Professionals

    REPORT: Focusing Your B2B Messaging On Customers' Outcomes Intensifies Engagement

    Build Messaging That Gives Your Audience A Reason To Change

    April 5, 2018Laura Ramos

    B2B marketers struggle to make their messaging customer-centric and relevant. Forrester believes organizations should adopt a strategic messaging discipline to address this challenge. By building on Forrester's strategic messaging architecture (SMA), this report helps you ensure your messaging thrives at the intersection of: 1) what different customers want or need; 2) how your firm can solve those problems; and 3) why your customers should adopt a better approach. This is an update of a previously published report. Forrester aligned and added references to more recent research.

  • For B2B Marketing Professionals

    REPORT: How To Develop Valuable Messaging In The Context Of Sales Enablement

    Elevate Sales Content And Conversations With A Strategic Messaging Architecture

    March 30, 2018Laura Ramos

    To create content that matters, B2B marketers must understand what buyers really care about and how these concerns change during the purchase journey. In this report, Forrester outlines an approach to marketing content development and sales messaging that lets marketers assess existing content, map new messages to customers' problem-solving processes, and help sellers engage with the right buyer at the right time. A strategic messaging architecture, coupled with content audit checklists, ensures messages are on target, in context, and persuasive. This is an update of a previously published report. Forrester aligned the content and added references to more recent research.

  • For CMO Professionals

    REPORT: Ignite Customer-Centric Thinking Companywide

    Advanced Level: Mindset Practices For Marketing Innovation

    March 16, 2018Laura Ramos, Jim Nail

    Customer-obsessed thinking must expand rapidly beyond marketing to ensure that consistent and impactful customer experiences separate your company from the competition. Advanced CMOs will promote agile methods to foster customer-centric thinking, facilitate more investigative, customer interactions, and reward empathetic thinking when it happens. CMOs should read this report to learn how to spark customer-centric thinking across the enterprise.

  • For CMO Professionals

    REPORT: Three Habits Increase Adoption Of A New Marketing Mindset

    Intermediate Level: Mindset Practices For Marketing Innovation

    March 16, 2018 Jim Nail, Laura Ramos

    Becoming an innovative marketer will require more than the CMO and senior marketing leaders adopting a new mindset: They must lead, coach, and prod their entire department. This shift will require ongoing emphasis on three key practices: putting the customer at the center of all decisions, reinforcing and rewarding new behaviors, and removing barriers to open communication and continuous learning. CMOs should read this report to learn how to reinvent the marketing mindset within their organization.

View all of Laura Ramos's Research

Clients Who Work With Laura Ramos Also Work With:

View all related analysts

Connect

Brief Our Analysts

Upcoming Events

Webinar: Turn Your ABM Into AB-Engagement To Drive Revenue And Results

Date: August 8, 2018
Time: 1:00 PM-2:00 PM Eastern Standard Time
Register
View all upcoming events